Introduction
Nowadays, in every people’s eyes, Lenovo Group Limited is an outstanding multinational corporation. Also, the name” Lenovo “has become a global brand that has a high position on PC industry. However, at the beginning, Lenovo was just a Chinese local technology company. How could it grow into such a big company and the recognized brand worldwide in a few years? We can find the answers in the case.
The author introduces the global PC industry, the history of Lenovo from the emerging to surging, its strategies of building a global brand and the challenges of Lenovo.
Analysis
Before Lenovo expanded the company in the global PC market, it had completed products line, efficiency supply chain, low cost production and had the …show more content…
In late 2004, Lenovo acquired IBM’s personal Systems Division. This deal was a win-win strategy for both companies. For IBM, it can shed an unprofitable operation and focus on service area. For Lenovo, it not only can make benefit from the popular ThinkPad brand and product line, but also it increases Lenovo’s international reputation and public influence. People all over the world paid attention to search what kinds of company bought ThinkPad from IBM that increasing the awareness of the company in the global marketplace. But at the same time, Lenovo also faced with many problems, like sustaining the ThinkPad brand equity and the loyal customers. But it was still a way to access into larger markets and …show more content…
They created a new name to use outside China that easy to pronounce in many languages and had a profound meaning. After they did extensive market research to support its branding decisions, they settled “one – two punch “strategy to better solve the challenge between ThinkPad brand and Lenovo brand. They dared to take risks on design and created a new product giving sub brand name “3000 family”. In different countries, they can use distinctive strategy to promote. What’s more, Lenovo made a number of changes in management restructuring and cultural integration. They hired expatriate as the high position of the company. English became the company’s working language.
Conclusion
Based on the analysis above, we realize how Lenovo from the local brand to the global brand. There is some global brand building knowledge we can learn from the case, and also I have some recommendations for Lenovo to improve.
Firstly, Lenovo can size up the situation and adapt the strategy to new trends. Based on the global PC industry and China ‘s entry into the WTO, by recognition of domestic competition and mobility of customers, they can see the opportunities from oversea: fast exposure, merging innovation, synergy in values, larger users …. Then, they built an international brand using IBM legacy, and find the way out (rebranding) when facing the challenges of the confliction of two
Nowadays, in every people’s eyes, Lenovo Group Limited is an outstanding multinational corporation. Also, the name” Lenovo “has become a global brand that has a high position on PC industry. However, at the beginning, Lenovo was just a Chinese local technology company. How could it grow into such a big company and the recognized brand worldwide in a few years? We can find the answers in the case.
The author introduces the global PC industry, the history of Lenovo from the emerging to surging, its strategies of building a global brand and the challenges of Lenovo.
Analysis
Before Lenovo expanded the company in the global PC market, it had completed products line, efficiency supply chain, low cost production and had the …show more content…
In late 2004, Lenovo acquired IBM’s personal Systems Division. This deal was a win-win strategy for both companies. For IBM, it can shed an unprofitable operation and focus on service area. For Lenovo, it not only can make benefit from the popular ThinkPad brand and product line, but also it increases Lenovo’s international reputation and public influence. People all over the world paid attention to search what kinds of company bought ThinkPad from IBM that increasing the awareness of the company in the global marketplace. But at the same time, Lenovo also faced with many problems, like sustaining the ThinkPad brand equity and the loyal customers. But it was still a way to access into larger markets and …show more content…
They created a new name to use outside China that easy to pronounce in many languages and had a profound meaning. After they did extensive market research to support its branding decisions, they settled “one – two punch “strategy to better solve the challenge between ThinkPad brand and Lenovo brand. They dared to take risks on design and created a new product giving sub brand name “3000 family”. In different countries, they can use distinctive strategy to promote. What’s more, Lenovo made a number of changes in management restructuring and cultural integration. They hired expatriate as the high position of the company. English became the company’s working language.
Conclusion
Based on the analysis above, we realize how Lenovo from the local brand to the global brand. There is some global brand building knowledge we can learn from the case, and also I have some recommendations for Lenovo to improve.
Firstly, Lenovo can size up the situation and adapt the strategy to new trends. Based on the global PC industry and China ‘s entry into the WTO, by recognition of domestic competition and mobility of customers, they can see the opportunities from oversea: fast exposure, merging innovation, synergy in values, larger users …. Then, they built an international brand using IBM legacy, and find the way out (rebranding) when facing the challenges of the confliction of two